Right person, right message, right time.
This formula is the backbone of all marketing, right? If I can reach the people most likely to buy my product, with a message that moves them out of need or emotion, at the moment when they are most receptive to that message, I’ve got myself some paying customers.
But what if my traditional ways of finding them aren’t working? That’s where Account-Based Marketing (ABM) comes in.
How Account-Based Marketing Works
ABM is “a business marketing strategy that concentrates resources on a set of target accounts within a market.” That means that, in order to get the attention of my highest-value B2B prospects, I’m going to get right in front of those people with a very focused message that is sure to resonate with them (because you know I’ve done my research, and I’m well aware of what keeps them up at night).
Here’s an example. Let’s say I make wireless printers, and I’ve identified six companies in the Columbus, Ohio, area that I’d like to have as clients. I’ve even determined the job titles of decision-makers at those companies who would greenlight a purchase of my printers. Now, through paid media that will specifically target people who hold those titles at those companies (got that?!), I’m going to deliver ads with a message designed to get their attention:
The average printer is down 38% of the time.
Unfortunately, your business is not.
Call for a quote, and get back to 100%.
In this hypothetical ad, I’ve highlighted a real pain point for my prospects, one I’m equipped to help them solve. If I serve them this message in the channels they frequent most (and the accompanying design is strong, with a clear CTA), I should get their attention. And if they see the same message from me in multiple places for a few more weeks, I should see some real traction in inquiries soon.
Best of all, if my ad analytics tell me this message doesn’t work, I can quickly test something new, because I’ve always got a few more ideas up my sleeve.
Getting Started with Account-Based Marketing
“But wait!” you say. “I have a fledgling CRM, no creative team, and a small budget. We don’t even have the staff to follow up on any leads we might generate. Can ABM really work for me?”
You make some valid points, but yes, it can. And it’s worth it, because it helps you focus your time, energy, and resources on accounts that will actually make you money—and spend less time on those that never will.
If you’re in this situation, here are a few ways Kreber can help:
- Developing an ABM strategy. We’ll create timelines that get everyone on the same page, supply media recommendations and buying, and develop campaign messaging.
- Creative execution. From video and photography to design, writing, and production, we’ll build B2B marketing assets that get noticed. And because we know how to execute at scale, we can build them fast.
- Analysis and testing. Naturally, tracking performance is absolutely critical. In fact, an ABM program is one of the best ways to prove marketing ROI.
The Best Time for Account-Based Marketing
The truth is, as much as we know marketing and sales are deeply interconnected and we’d like the whole funnel—from marketing to lead to inquiry to sale—to run smoothly, it rarely does. Some pieces of the operation won’t be ready, while others are far ahead. Sometimes, our marketing efforts don’t sync up, and customers get confused by mixed messages. And almost no one has the staff to keep up! But as with most things in life, if we wait until we’re ready, we’ll never move at all.
Account-Based Marketing is proven to net better, more valuable leads with less wasted effort. Time to find out how well it can work for you.
